Check out this Exhibitor Checklist from Green Apple Group and make sure you have all the communications tools you need to reach out to the AEC Industry professionals at GreenBuild.
Trade Show Graphics:
The way you look at the show can influence how potential customers perceive how well your product works and how they will be treated by your organization. Make sure your booth graphics have a central theme and look professional, and always remember to present your product benefits.
New Product Press Release:
A trade show is a great venue for launching new products. Have press releases ready to tell the story of a new product or a new development about an existing product. Call a press conference to take advantage of the trade media editors and construction writers attending the show. Make sure to bring press releases to the news conference and your booth. Drop off an e-Press Kit that contains your public relations materials, product photography and video content in the press room. These are all important resources to writers trying to make deadlines during the show.
Most trade shows have daily publications where you can buy space to promote that exciting new product your technical department has spent all year developing. Working with a marketing agency can help your company gain getter pricing for media buys. Ads in the show dailies should have your booth number clearly marked so they create more foot traffic to your exhibit.
Green Product Literature:
With new versions of LEED coming out and a growing demand for product information by specifiers and contractors about the sustainable attributes of a product, a solid print piece showing how your product fits into a LEED project is a must. Only marketing consultants with the right credentials can develop these types of pieces as a traditional agency may be marketing lobster traps and checking accounts one day and then your building product the next. Look for agencies with LEED-APs on staff. The best will know how to assess a product for green attributes and help you promote the financial incentives available to the product's buyers all wrapped around a creative concept.
Web Site Updates:
There are many ways to use Web sites to drive traffic to your booth. Whether it's a micro-site for promoting a new product or just an update to your main site with the booth number clearly visible, visitors should be able to locate you at the show. Electronic media can be a very effective tool for creating a buzz before the exhibition opens.
Tweet from the show, or go "viral" before the show. Even your prospects unable to attend can learn more about your product launch on Twitter and other social media outlets. LinkedIn and Facebook also represent important new platforms to promote your product benefits or maximize branding impressions. Posting to social media platforms are no longer optional parts of an integrated marketing program.
Call Paul Nutcher, CSI CDT, at Green Apple Group for a free consultation by phone or during the trade show at 407-579-8683, or e-mail him directly at
Green Apple Group , LLC has a legacy of more than 32 years of providing successful architectural marketing programs for building industry stakeholders with a specialty in sustainability consulting.
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